摘 要
本文重点讨论康师傅饮料的营销策略组合。运用市场营销相关理论，通过对康师傅饮料的内外部环境进行了详细研究，特别研究了在这些产品细分市场上康师傅所具有的优势和劣势。论文运用市场调研的定量研究方法，对汇源果汁的市场细分作了深入研究。根据产品生命周期理论，康师傅饮料正处于生命周期的成长阶段，康师傅饮料在成长阶段所采取的营销策略组合，包括：产品策略、促销策略、价格策略和营销渠道策略，在这些营销策略中，康师傅饮料的多元化产品策略对于细分市场的开发和应对竞争，是非常有效的。同时，康师傅饮料在营销组合上也存在一些问题，本文针对这些问题进行分析，并且提出了具有建设性的建议和解决方法。
关键词：康师傅饮料，营销战略，营销策略
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Kong Master beverage marketing strategy analysis
Abstract
This paper focuses on the discussion of the marketing strategy of Kangshifu beverage. Using the relevant theories of marketing, through
Kangshifu beverage external environment were studied in detail, especially on the product fractionize market Kangshifu advantages and disadvantages. Based on the market research of quantitative research methods, the Huiyuan fruit juice market segmentation study in-depth. According to the theory of product life cycle, Kangshifu beverage is in the life cycle of growth stage, Kangshifu beverages in the growth stage of the marketing strategies adopted by combination, including: product strategy, promotion strategy, pricing strategy and marketing channel strategy, the marketing strategy, Kangshifu drinks diversified product strategy for market development and competition, it is very effective. At the same time, Kangshifu beverage in the marketing combination also has some problems, this article analyses these questions, and puts forward some constructive suggestions and solving methods.
Key words: KongMaster beverage, marketing strategy, marketing strategy
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目 录
摘 要 ······································································································ Abstract········································································································ 目 录 ········································································································· 1 绪 论 ·································································································· 5
1.1 问题的提出 ···················································································· 5 1.2 研究的目的及意义 ··········································································· 5 1.3 本文研究理论 ················································································· 6 1.4 本文研究框架 ················································································· 7 2 康师傅集团营销环境分析 ·········································································· 7
2.1 宏观环境分析 ················································································· 7
2.1.1 政治角度分析 ········································································ 7 2.1.2 社会文化 ·············································································· 7 2.1.3 经济因素 ·············································································· 8 2.1.4 科技因素 ·············································································· 9 2.2 微观环境分析 ················································································· 9
2.2.1 产品策略 ·············································································· 9 2.2.2 价格策略 ·············································································· 9 2.2.3 渠道策略 ············································································· 10 2.2.4 促销策略 ············································································· 10 2.3 SWOT分析 ·································································· 11
3 康师傅集团营销战略分析 ········································································· 14
3.1 康师傅市场细分 ············································································· 14
3.1.1 地理因素细分市场 ································································· 14 3.1.2 人口因素细分市场 ································································· 14 3.1.3 质量和价格市场细分 ······························································ 15 3.2 康师傅饮料目标市场 ······································································· 16
3.2.1 茶饮料市场 ·········································································· 16 3.2.2 矿物水市场 ·········································································· 16 3.2.3 果汁产品市场 ······································································· 18 3.3 康师傅渠道分销模式的定位 ······························································ 19
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饮料营销策略毕业论文
